Using Key Messages to Drive Marketing
Developing a key messaging strategy is a major undertaking for any business; but it is also one of the most important and worthwhile investments a business owner can make in his or her company. Your key messages define your brand and let your audience know exactly who you are, what you do, and what you stand for.
To get started developing the key messages of your brand, think first about your clients and what exactly it is that they hope to get out of working with you. What is it that you provide that the other companies in your field don’t? You want your key messages to clearly illustrate to your clients why they should do business with you and not that other company they keep hearing so much about.
Preparing to Develop Your Key Messages
If you’re not quite sure of what your differentiators are, a little bit of research may be in order.
- Get to Know Your Audience
Do some market research, and take the time to talk to anyone who fits into your target audience. Identify what makes them tick. What is important to them? What are the major challenges they face? What are their buying triggers? Understanding the needs and behaviors of your audience is the first step toward establishing the foundation of your key messages.
- Understand the Competition
What is everyone else in your industry doing? What do they do well, and what do your clients feel you do well? Anything you do well that your competition doesn’t quite have a handle on – that’s what sets you apart. That’s the basis for defining your differentiators.
- Evaluate the Results
Using what you learned from the first two steps, you should be able to identify the “sweet spot” of customer needs that you address better than your competition; the key components that only you can deliver; and the type of emotional connection that resonates best with your audience.
Ultimately, the goal is to write a clear, concise statement that illustrates the core values of your company. Writing key messages remains at the center of any good marketing plan, and those messages should tie into everything you do.
In other words, everyone in your organization should commit themselves to drawing upon the key messages of your brand at every turn, and those points should be represented in every bit of work your company puts out. It’s a common point of emphasis in the marketing world that it takes seven to 11 “touches” to convert a potential audience member into a paying customer. But for that conversion to happen, the key messages displayed at every touch must be consistent from one to the next. Of course, your key messages can grow and change with your organization over the time, but the point here is to really drive home what your company is all about so that your audience feels confident they’re making the right decision by choosing to do business with you.
In short, when your key messages are consistent, you show your audience exactly why they should hire you over the competition, and above all else, it reaffirms the credibility and trustworthiness of your brand. Your key messages are examples of what the heart and soul of your business are all about.
For help creating your own key messages for marketing success, contact Paradigm Marketing & Design today for a consultation.